Dentsu Impact bags IKEA account in india

The campaign is expected to start from Hyderabad where IKEA will launch its first store sometime next year, on which it is investing Rs 700 croreShambhavi Anand | ET Bureau | August 23, 2016, 08:14 IST

NEW DELHI: IKEA has appointed Dentsu Impact as its creative agency on record in India for both offline and digital campaigns after a multiagency pitch. The brief for the agency is to launch the brand of the world’s largest furniture retailer and its stores in India.

"We are happy to sign up Dentsu as our creative partner in India after a long pitch process involving the best agencies in the country. We have high expectations on ourselves and Dentsu to build a strong partnership in India and use our collective knowledge, creativity and experience to launch IKEA in the most successful way," said Ulf Smedberg, country marketing manager, IKEA.

While the exact size of the account could not be ascertained, industry experts say it could go up to Rs 200 crore. The agency is expected to start work on the account in November.

Dentsu is expected to create a separate team for the brand with members from planning, below-the-line, and creative departments among others.

‘Team IKEA’ will handle the account from its Delhi office with operations in Bengaluru. The campaign is expected to start from Hyderabad where IKEA will launch its first store sometime next year. IKEA, which is investing Rs 700 crore on its first store in Hyderabad, is known to be one of the largest advertisers in the world.

In India, it plans to open 25 stores over next 10 years with an investment of Rs 10,500 crore.